Apple Music will be the new sponsor of the NFL Super Bowl

The NFL announced late Thursday that Apple Music will be the league’s new partner for its Super Bowl halftime show. The multi-year agreement with Super Bowl 57 will begin on February 12, 2023.

“We are proud to welcome Apple Music to the NFL family as our new partner for the Super Bowl Halftime Show,” said Nana Yao Asamoah, NFL Senior Vice President of Partner Strategy. “We couldn’t think of a partner more suited to the world’s most watched musical performance than Apple Music, a service that entertains, inspires, and motivates millions of people around the world through the intersection of music and technology.”

The deal stems from negotiations between the NFL and Apple over the rights to broadcast the NFL Sunday Ticket on AppleTV, seeking as much as $2.5 billion, according to the New York Times. Although the exact amount has not yet been released, analysts told The Times that sponsorship of the half-time offer is likely to be in the $50 million range.

Apple doesn’t usually sponsor events that the tech giant doesn’t run on its own. The New York Times writes that the last event for which the company received live support was the 2016 Met Gala. Although Apple may not own the event, many of the top artists that Apple Music streams on its platform have performed at halftime. The time is in the past, like Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar who presented last year. Acquiring rights to the NFL Sunday Ticket wouldn’t be an uncommon move for AppleTV, either, given that the streaming service already has rights to Major League Baseball and Football League games, according to Barron’s.

Yahoo Finance He said that advertising and brand recognition could also be a big catalyst for the deal. During Super Bowl 56, Pepsi was the most verbally mentioned brand during the Super Bowl and had the fourth most screen time during the event, defeating only Nike, Bose, and Gatorade. Yahoo reports that 120 million viewers tuned in last year for Super Bowl 56.

The NFL told The Hollywood Reporter last year that the league was looking to make the event “bigger, taking different aspects of[the halftime show]and making it stand 12 minutes apart.” Now that Pepsi has “passed the mic” to Apple, speculation has begun about who will be on stage at Super Bowl 57.

One nominee, Taylor Swift, was trending after an NFL and Apple Music announcement, as her long sponsorship with Coca-Cola prevented her from performing on the Pepsi-backed halftime show. The New York Post reported that another reason behind fan speculation is that Swift has been partnering with Apple Music for some time, having appeared in Apple Music commercials in the past.

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